2015 Winners & Shortlists

Results and Effectiveness

1) Our overall opinion increased by 28% since we launched our campaign and achieved new heights by the end of FY 13 Source: Nissan, KSA, FY13 Gulf Strategic Brand Image Survey Wave 2,TNS 2) Market share went from 0% market share to 8.3% market share Source: Nissan, Middle East Automotive Council Data, 2014 3) This campaign propelled us from the 8th to the 3rd leading automotive player in the kingdom.

Creative Execution

We launched a nation-wide hunt to Jadidha TV show looking for the oldest Nissan in the kingdom and swap them with new models. The power of reconnection with youth with a lot of thrilling activities such as, off-road challenges, GT Academy and test drives. To ensure we reached everyone we literally went everywhere.

Insights, Strategy and the Idea

Nissan in KSA as a brand has been absent in terms of brand communications and delivering proper automotive services to audience for the past 6 years due to internal business conflicts , as a result, We had to work on regaining trust with Nissan existing , offer complete transparency , admit our mistake and new customers re-creating awareness and familiarity giving more focus onto the overall opinion and purchase consideration . We had to target all Nissan new and existing customers for which people no longer trusted our brand and remind them of our heritage.